CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL SUSTAINABILITY: A MEDIATING ROLE OF REPUTATION AND BRAND IMAGE IN SELECTED MANUFACTURING FIRMS IN NORTH CENTRAL NIGERIA

This study examined the relationship between Corporate Social Responsibility (CSR) and Organizational Sustainability (SUS), with a focus on the mediating role of Reputation and Brand Image in selected manufacturing firms in North Central Nigeria. A quantitative research design was adopted, utilizing a census sampling technique to collect data from 175 management staff across eight selected firms. Data was collected using a structured questionnaire, supplemented by personal interviews and observations. The instrument’s validity was confirmed through content and construct validity tests, with a Kaiser-Meyer-Olkin (KMO) value of 0.970 and Bartlett's Test of Sphericity significance at 0.000. Reliability analysis indicated a high internal consistency with an overall Cronbach’s Alpha of 0.852. Data analysis was conducted using Structural Equation Modeling (SEM) in STATA Version 13. The results revealed that Brand Image (0.142, p = 0.000) and Community Engagement (0.142, p = 0.000) significantly enhance sustainability, emphasizing the importance of CSR in shaping business longevity. Job Creation (0.068, p = 0.000) had a positive but relatively lower impact, while Waste Management Practices (0.122, p = 0.000) negatively affected sustainability, suggesting potential operational and regulatory challenges. The study concludes that firms should strategically invest in CSR initiatives that enhance brand reputation and community engagement. Additionally, waste management practices should be optimized to mitigate adverse effects. It is recommended that companies adopt innovative sustainability strategies, aligning CSR initiatives with long-term business goals while addressing implementation challenges effectively.